Syllabus for BA (PR) - 3 Years course

UG Course – BA (PR) (3 yrs) - PR & Advertising as one of the Options - Eligibility: +2 or equivalent

Subject Committee No.2:

Convener:
Dr CV Narasimha Reddi &

Members:
Y Babji,
Prof V Durga Bhavani &
Prof L Raghava Rao

Paper 1: Introduction to Mass Communication, & Public Relations – 5 units x 12 lectures
Paper 2: Writing Skills for Media - 5 units x 12 lectures
Paper 3: Corporate Public Relations and Communications - 5 units x 12 lectures
Paper 4: Advertising – Theory & Practice - 5 units x 12 lectures

No. of practical, classroom exercises & assignments = 12 per paper



1st Year, Paper 1, Introduction to Mass Communication, & Public Relations

Unit-1
Introduction to Mass Communication to be adopted from Journalism subject committee

Unit-2
Same as under unit 1

Unit-3
Same as under unit 1

Unit-4:
Definitions of PR – Basic elements – common mis-conceptions – Role & Scope of PR in a developing and democratic country

Unit: 5:
PR as distinct from other forms of public communication – publicity, Propaganda, advertising and lobbying

References:
Dr. CV Narasimha Reddi – PR & Communication Hand Book; Publisher CVN PR Foundation
R.K. Raj, Management of PR, Publishers Deepava Parnami RBSA Publishers Jaipur
PR Today In the Indian Context, Subir Ghosh Pub& Co, Calcutta
Sam Black – Practical Public Relations, Universal Book Stall, Mew Delhi


2nd Year, Paper 2 Writing Skills for Media

Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies - Tools and Techniques of Writing - Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills - Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar

Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features - Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.

Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals - House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.

Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.

Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.

Recommended Books
Writing for Media, Editor, Dr. CV Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London.


3rd Year, Paper 3, Corporate Public Relations and Communication

Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country

Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation

Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages

Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India
Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations

Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign


Recommended Books
Dr. CV Narasimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesley, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co


3rd Year, Paper 4, Advertising – Theory & Practice

Unit 1:
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.

Unit 2:
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.

Unit 3:
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising

Unit 4:
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns

Unit 5:
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.


Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House